Branding

Günümüz pazarlama dünyası kurumlar arası rekabet seviyesinin artışına neden olmuş ve her kurum kendi kimliğini hedef kitle zihninde kalıcı hale getirmek zorunda kalmıştır. Kurumlar kurumsal kimliklerini tanıtmak, belirgin hale getirmek, kurum felsefelerini ve kurum kültürlerini hedef kitleye aktarabilmek adına kurumsal iletişimi bir gereklilik olarak benimsemişlerdir. Kurumsal iletişimin doğru stratejilerin kullanımı ve bütünleşik bir yapıya ulaşmasıyla birlikte kurumsal imaj güçlenecek ve kurumsal itibarın yolu açılacaktır. Kurumların dış hedef kitlelerine açılabilme yolları olarak sponsorluk, sergi ve fuarlar, doğrudan pazarlama, kurumsal reklam, satış geliştirme aktiviteleri ve internet üzerinden tanıtım gösterilebilir. Kurumların dış hedef kitlelerine ulaşma bağlamında ne gibi yollar izlediği bütünleşik bir yapı içerisinde incelenmiştir.
Anahtar kelimeler: Kurumsal pazarlama, kurumsal iletişim, kurumsal itibar, bütünleşik pazarlama iletişimi

Este artículo pretende analizar la evolución de la identidad visual de empresas e instituciones en las dos últimas décadas, prestando especial atención al auge de la tipografía corporativa personalizada como herramienta de construcción de la marca en un mundo globalizado. Hoy en día, los denominados tradicionalmente signos identificadores básicos – nombre, logotipo, imagotipo- ya no son suficientes para la función identificadora plena en un mundo con un creciente número de soportes, tecnologías y lugares a los que debe llegar una marca. Así, en las dos últimas décadas, hemos pasado de la preferencia por el simbolismo y el “logo-centrismo” de la época posmoderna a la necesidad de creación de un programa más complejo de identidad. En este nuevo sistema la tipografía ad hoc – entendida ésta como aquella que abarca todos y cada uno de los mensajes textuales de la marca en todos sus contextos -  se ha revelado como un potente y sutil instrumento de generación de identidad, reconocimiento y pregnancia.
Frente a la estandarización, la creación de tipografías personalizadas ofrece un mejor acomodo a los demás elementos de la identidad visual y un ahorro importante en los costes de licencias. Pero también existen una serie de factores que han provocado su auge en las últimas dos décadas. Por una parte la condición global de las empresas e instituciones hace necesario llegar a mercados con idiomas más allá de los derivados del alfabeto latino, algo que permite definir con mayor precisión la creación ad hoc de una tipografía. De igual modo los soportes virtuales se han multiplicado (smartphones, tablets…) generando la necesidad de tipografías funcionales adaptables a los formatos de pantallas y tecnologías. Esta práctica ha contribuido además a un cambio considerable en la percepción del diseño tipográfico mejorando la calidad de las propuestas en función de las nuevas necesidades tipográficas.

6 hour video training series about how to design an effective logo using universal principles and forms for the widest reach. Includes extras such as preparing presentations, copyrighting your work, managing client expectations and expanding the logo into a brand. http://www.peachpit.com/store/designing-effective-logos-learn-by-video-9780133855937

Pengembangan pariwisa berkaitan erat dengan pelestraian nilai-nilai kepribadian dan pengembangan budaya bangsa, dengan memanfaatkan seluruh potensi keindahan dan kekayaan alam. Sekarang ini wisata yang banyak dikembangkan di Indonesia adalah pariwisata minat khusus. Salah satu pariwisata minat khusus yang banyak dikembangkan adalah wisata budaya. Festifal kampung Cempluk merupakan salah satu wisata budaya dimalang yang banyak menarik pengunjung, hal ini menunjukkan bahwa Festival Kampung Cempluk memiliki keunggulan dibanding festival kampung budaya lain di Kota Malang. Oleh karena itu peneliti tertarik untuk meneliti keunggulan kompetitif Festival Kampung Cempluk.  Tujuan penelitian ini adalah untuk mengetahui proses pelaksanaan dan keunggulan kompetitif Festival Kampung Cempluk.

Media companies currently face competitive market environments characterised by immense structural changes driven by new technologies, convergence and audiences increasingly selecting new media channels that provide their desired information at the preferred time and place over traditional media channels. On social media platforms prosumers converse about companies, their brands, products and services and also expect to engage in direct dialogues with content producers. Even without these transformations the branding of media products and services is challenging due to their specific properties as experience and credence goods. Reputation is vital as audiences seek reliable information from other users. Hence, ‘building and positioning a brand will become a key skill in the future.’1 Social Network Sites (SNSs), and most notably Facebook, have changed the setting and conditions in which media companies may present their brands and how they communicate with audiences of different ages. In the light of the structural changes in the media and with regard to the importance of brands in the fragmented media business, this chapter investigates how media companies can translate their brand(s) into social network environments. It addresses how they conduct brand management in SNS and how they perceive potentials and challenges in terms of building and maintaining strong media brands in these environments. Based on in-depth interviews with managers of German media companies responsible for maintaining profiles on SNS for their newspapers, magazines, radio or television stations, the chapter evaluates the activities of media companies on SNSs and their implications for media brand management. The results show that it is the online editors and the journalists who create and maintain social network profiles for the media brands rather than the marketing departments, indicating that a strategic implementation of SNS for media branding is still in its early stages.

This paper scrutinizes the effect of Internet users' variation in need for cognition and their preferred information processing strategy for website design and brand attitude assessment. Data was gathered through an online survey (n=490). The applied Covariance Structural Modeling
(CSM) results show that users' information processing strategies have no effect on website design and their brand attitude. The study also demonstrates that individual differences in motives influence choices of information processing strategy used to process the advertisement message and content. Moreover, a positive brand attitude is associated with the choice of the advertising message and content through which the recipients' attitude to the advertised brand is made more favorable.

Branding is a means to identify a company's products or services, differentiate them from those of others, and create and maintain an image that encourages confidence among clients, customers, and audiences. Until the mid-1990s, brand management—based on the 4Ps of product (or service), place, price, and promotion—aimed to engineer additional value from single brands.

From Chinese Brand Culture to Global Brands uses a Chinese perspective to examine the capacity of Chinese brand culture to serve as a complement to existing models of brand globalization. Moving away from the trend to study the managerial aspects of  Western brand building in Chinese contexts, we examine how Chinese branding efforts express significant aspects of their own brand culture. Our selection of Jay Chou, the 2008 Beijing Olympics Opening ceremony, and Shanghai Tang, an aspiring global fashion brand with aesthetic roots in Chinese historical culture, as illustrative cases, is fully consistent with this unwritten and unspoken consensus around exploiting Chinese cultural specificity towards the global development of Chinese brands. Although these three cases may seem “under the radar,” we believe that, together, they provide unique insights into the relation between brands and Chinese culture, and offer intriguing possibilities for thinking about global Chinese brands.

This paper takes the controversy over Burton’s “Love” snowboard, which featured Playboy Playmates, as a case study for understanding contemporary practices of gendered lifestyle branding in alternative sport. I employ a feminist political economic critique of the Love as a form of gendered branding that constructs the Burton brand as a “platform for action,” inviting male riders to construct “authentic” and countercultural identities and female riders to construct “empowered” postfeminist identities. Drawing on scholarship on the sexual objectification of women in alternative sports media, I argue protests against the board focused only on the board’s representations and failed to account for new branding strategies that relegitimate how “sex sells” at the present conjuncture and missed opportunities to build coalitions against sexism within the snowboarding industry.

Fundada em 2002, a NUTZEN DO BRASIL LTDA, atua nas mais diversas áreas como: Projetos e execução de Máquinas Especiais a Vácuo, principalmente metalizadoras a vácuo do tipo térmica, PVD e CVD, picadores de madeiras e projetos turne key. Em todas as áreas de atuação, a companhia mantém rigoroso respeito ao meio ambiente, primando sempre pela diferenciação e pela melhoria contínua da qualidade de seus serviços e produtos no processo de metalização A busca da excelência com participação ativa de todos os colaboradores confere diferenciação na prestação de serviços, sendo uma constante na empresa. A NUTZEN DO BRASIL está capacitada a atender seus clientes, de forma integrada com bombas de vácuo, em todas as fases de implantação de um novo projeto de máquinas e equipamento, gerenciamento de obra, engenharia básica ou executiva, suprimentos e construção.